We started the business 5 years ago as we could see huge potential for mobile. Our model has evolved as the space has grown and developed. Much of our work is around strategy where we help brands understand how mobile, social and tech is impacting their business. Our work defines the landscape and identifies the opportunities for competitive advantage.

And we can also bring these strategies to life; developing experiences, services and products across mobile, social and content. We do this using the architect / builder model we have pioneered over the last decade, where the addictive team do the thinking and planning and then work closely with the best suited builder to make it happen. That Builder may be part of our extensive friends and family,or it could be from the clients own network. This approach - when done transparently - is really effective and efficient.

Everything is Mobile

The relentless rise of mobile means that just about any marketing or business problem needs to be considered with a Mobile lens. Our approach usually involves social and content and we always think cross device, so increasingly we are looking at the desktop experience too. With emerging tech like beacons we are also looking at how digital and the real world can be blended.

We live in exciting times.

Route55

Connecting Creative & Tech

The 55 Bus runs from Soho - a world centre for Creativity and Advertising - through Clerkenwell to Silicon Roundabout, the heart of Europes' tech scene.

Along the way it passes the offices of Facebook, Google, Yahoo, WPP, GroupM, Starcom, IPG and many more.

We see huge opportunities for synergy between these two industry sectors and have started Route55 as a vehicle ( sorry) to drive better connections and collaboration. We will work with brands and our Tech company partners to make your advertising better

The Tech businesses we are working with

Get in touch to learn more about how these companies might help you

Programmatic Creative

A hot topic but we believe these guys are the best at blending data and creative. Much more powerful than decision tree DCO they are already working with brands like Expedia, Adidas & Dyson and publishers such as Trinity Mirror and the FT

Data driven targeting; Cookie free

The typical programmatic campaign relies on cookies and that doesn't translate well to mobile. This approach uses a wealth of 3rd party data to deliver ads in premium publisher environments

AI driven Data science tool

Extracting insight from customer data is the raw material for effective marketing. Rulex is a fast easy way to derive real understanding of Big Data

Responsive Advertising

Brands are wasting money on creating many different assets for digital advertising. Responsive lets you create one great experience that works across any device and any screen

Interactive Video

This AI driven platform lets you add hot spots to any video so the user can interact - be that by linking to a site or buying an item from the video

Proximity Network

Location is the secret sauce of mobile and Tamo.co are creating the first Proximity network so brands can reach people through beacons, WiFi, GPS & NFC

Mobile Fix

We produce Mobile Fix every week to share news and views on mobile and related topics. We have around 5000 subscribers across tech firms like Google (>500), Facebook, Snap, eBay, Yahoo etc as well as many VCs, Brands and Agencies.

Vision For a while now we have felt the term smartphone sort of misses the point — little of what we do with our devices a phone function. Smart Camera feels better and one of the most profound effects of the explosion in the use of these devices is that everyone now has a word class camera with...

So it’s been a while and there is lots to catch up on.. Apple The big news over the last few weeks was Apple finally coming off the rails. We’ve talked about device sales having to peak at some time and the interesting question now is how they fill the gap. Their services revenue has grown...

An abridged Fix - usual service was disrupted by a rogue Kidney Stone. But the main thing to say is…. If you don’t do QR codes click here for the 250 hand chosen Christmas classics from some amazing Soul, Jazz and Reggae artists. It’s time for some proper Christmas Music and we have shared a...

The challenge/opportunity for us all in 2019 New tv Of all the themes we cover NewTV has probably seen the most change in 2018. When we ran our VC event on this topic in New York in April we were excited by how much momentum was building. And that has only accelerated since then. The latest...

Plus ça change It’s still all about GAFA and the usual suspects, but there are some green shoots of change. Do we think this will look the same in 12 months? Mobile UX So getting Mobile right is still the main event. Paypal data showed that mobile sales were up 42% year on year on Black Friday...

Mobile First The new Ericsson report (PDF) is good reading - huge growth and very positive for 5G. The chart above is key though - everyone (virtually) is on mobile now. Now this chart slightly over eggs things as it covers any mobile device but globally smartphones are at 80% ish. And it is...

( Apologies for the typos last week — writing Fix whilst watching a Brexit focused Question Time isn’t a good idea) GDPR = Y2K ? A few month in and GDPR hasn’t had any of the dreadful consequences many expected. Terry Kawaja has a new video celebrating this in his inimitable style. But it may...

Another picture capturing the scale of digital. The latest Single day in China was a huge success - $31bn sales in one day. And the parcel delivery people struggle to keep up; many offices don’t have space for all the deliveries and they pile up outside. Remember this is essentially a marketing...

This chart that Benedict Evans tweeted is a great reminder of the scale of what we do. Most people are now using smartphones and it’s changed how they live their lives. And will continue to do so. The challenge for brands is to add value to the customer experience on smartphones. There is some...

The original sketch by Architect Frank Gehry for the majestic Louis Vuitton Foundation in Paris Agencies & Brands So much news about agencies and little of it good. The latest ANA reports celebrates inhousing and says most (US) brands do it and most are satisfied, with cost efficiencies the...

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Strategy

We do a wide range of work helping brands understand what's happening in mobile, social and tech. We identify threats and opportunities and help develop effective strategies for responding to these changes.

Mobile & Social Strategy

We have worked with a wide range of brands looking at specific verticals and the trends affecting them. With market mapping and other frameworks we look at best practice and how the brand can gain competitive advantage

Are you happy with your strategy?

Audit

With our Fit4Mobile framework we look at all aspects of a brands communications. Having identified problem areas we make recommendations on quick fixes and longer term solutions.

Many brands are wasting money and missing opportunities by not being mobile Fit. How are you doing?

Provocative Thinking

Our thinking is valued by lots of people and we are asked to speak at events and workshops for Google, Facebook and Yahoo as well as many industry events.

Our futurology video from 2002 now looks a little cheesy (it was created for a client conference) but we anticipated much of todays digital landscape.

Could you use some Provocative Thinking?

Training

Since we wrote the ISBA Guide to Mobile back in 2010 ( let us know if you would like a copy) we have helped lots of brands with training around mobile. With consistently good feedback. Can we help you get your team up to speed?

Mobile Fix

Since starting addictive we have been sharing our thinking through our weekly email newsletter.

We get great feedback on our Mobile Fix newsletter with lots of subscribers at Google (>400), Facebook, Yahoo, eBay, Apple, Amazon etc as well as many VCs, brands and agencies. Sign up here

Businesses are increasingly realising they need to rethink their skills and processes as more and more of their revenue comes from digital. We do workshops to help teams adjust to this Digital Transformation and acquire the new skills and ways of working needed.

Some recent projects and a couple of older ones. Get in touch to find out more.

OK

We worked with Northern & Shell to reinvent OK Magazine for mobile. We acted as Architect and developed the strategy as well as leading the UX thinking on the mobile site, with lots of pictures and scrolling. With huge mobile traffic - much of it from Twitter- OK now has a much more coherent role for its users and early indications show its been very succesful

Plan

A wonderful charity, Plan was seeing mobile traffic rising but donations on mobile were a problem. We developed a new UX approach to donating and built a responsive site that works on the existing CMS and preserves all the urls, so there we no problems with SEO

easyCarClub

Hired by 2 of the UKs top entrepreneurs Stelios and Brent Hoberman, we worked with our friends at Ocasta to develop an iOS app that brings this innovative sharing economy business to life

EnjoyEngland

We developed the first Android app for this brand, drawing on their extensive database of attractions and enabling users to search for places around them or to plan ahead

RCKSCK

Our own IP project RCKSCK is a tool for Urban Explorers, designed to help users share and discover great experiences. These might be coffee shops, hotels or retailers. Whilst we work on the app, we are pretotyping the concept with a London focused email and on Tumblr. You can sign up for the Friday Edit emails here

SkratchMyBack

Skratch is another of our own projects - a social platform that helps people help people. By connecting volunteers with charites we have validated the idea in our Manchester beta and we are now talking with partners to roll out the concept to other areas

Halifax Bank

This is an old project for Halifax - in 2005 we developed a desktop app that showed the latest prices and promoted the Sharedealing service. An early example of Branded Utility

(We did all the digital marketing for Halifax from 2001 until 2005 - lots of awards but crucially very effective at driving business metrics too.)

MapMyAdvenure

Developed for STA Travel back in 2007 this was an early attempt at blending content and social. Users could share their travel experiences on a map, building to a really useful guide for travellers.

Mobile Advertising

We're increasingly involved in mobile advertising, as brands realise the best way to make their budget work harder is investing in good creative work. For this football betting we focused on Champions League games shown on ITV and targeted pubs with wifi. The creative tried to demonstrate the brand gets football, as well as offer free bets